How is the drive formatted? What name are you attempting to assign to it?
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Daniel♦Sep 7 '11 at 1:50

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Well, as far as formatting goes, I have no idea. I just took it out of the package and used it. However, the name can be any valid name (no punctuation, correct length, etc.) and the error will still occur.
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MahnaxSep 7 '11 at 1:54

I had some ideas, but I haven't been able to replicate your problem yet. What OS version are you running? Does this happen with all flash drives, or just this one?
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Daniel♦Sep 7 '11 at 2:11

This is the only flash drive that I've experienced this error with. Mac OS X 10.7.1.
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MahnaxSep 7 '11 at 3:07

Curiouser and curiouser. No luck so far in replicating your problem, but I'll keep at it.
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Daniel♦Sep 7 '11 at 3:08

1 Answer
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Have you tried reformatting the unit to FAT using disk utility and then trying to rename? FAT is the default filesystem for most USB sticks. I had this problem, reformatted it with disk util and it started working.